A full ERP system designed by Synaro.

About Advantage

Synaro is a proven multi-channel software solution for retailers, cataloguers, wholesalers, distributors, manufacturers and more!

The Synaro Advantage software suite offers solutions for Order Fulfillment, Call Centers, Inventory Control, Purchasing, Receiving, Accounts Receivable, Accounts Payable, General Ledger, Manifest, Workflow, Work Orders, Marketing, Warehouse Management, Real-Time Payment Processing, E-commerce and Ad-Hoc Report Writing.

Whether your company offers its products through a web site, a catalog, or a traditional retail store, B2I, B2B or B2C, The Advantage Suite is a comprehensive software package for the savvy Multi-Channel Merchant. It enhances business productivity and creates powerful integration between channels.


Advantage Accounting provides full support for Accounts Receivable, Accounts Payable, and General Ledger. Each is fully integrated throughout all applications and provides direct interfacing to Purchasing, Inventory, Work Order, Order Entry, Shipping, and Retail/Point of sale.

  • General Ledger reporting can be easily tailored in multiple formats by your users.
  • Full Receivable and Payable histories are maintained for full accountability of all transactions.
  • Electronic Bank reconciliation interfacing can be customized for quick and accurate Check Register Balancing.

All of your General Accounting functions are easily maintained by Advantage.


Advantage’s unique Workflow module is a Customer Relations Manager and so much more!

Workflow is a productivity enhancement tool enabling efficient automation and routing of customer and vendor related information. Workflow reduces the need to allocate valuable employee resources when responding to incoming inquiries and potential business related problems, while simultaneously improving response time and accuracy rates.

Productivity increases with Workflow as integrated functionality efficiently routes, tracks, and prioritizes information in the system in an overall effort to achieve customer satisfaction and corporate clarity. Workflow eliminates potential problem scenarios brought on by miscommunication through a comprehensive approach utilizing a completely paperless system.

Communication Automation

Ensure a faster, more precise response to issues as Workflow’s unique automated Queue Management System categorizes and escalates information to the most applicable person or groups per topic. Convenient messages and issue-based alarms sent by the Queue Management System keep action holders aware of open issue priority levels to help expedite the resolution process.

Workflow reduces valuable resolution time by automating the flow and follow-up of communication throughout its lifecycle. Whether simple product questions, complex order problems, or difficult vendor issues, Workflow records the transmission of data between users and departments, logging details in customer history files for further reference.

Workflow addresses the information required to properly understand customer service or vendor related issues to achieve desired organizational results. What is the problem/issue at hand and what priority does it hold? What needs to be completed to resolve the issue and what is the deadline? What resources need to be involved, such as single individuals, groups, departments, management escalation, etc?

Global Reach

Expand your reach through global boundaries. Whether down the hall, on the coast, or overseas, watch employee interaction take on new meaning when increasing customer satisfaction. Workflow enables a seamless communication link between employees and departments through trackable email and system messages, regardless of individual locations. The Queue Management System ensures prompt delivery and receipt of newly transferred activities to individuals and groups for faster resolution times. Workflow tracks and records issue actions with status notes detailing each phase and the need for further action.

Maintaining valued customer/vendor relationships is critical in determining corporate success. Workflow increases business productivity and enhances your ability to respond and resolve incoming issues with effective utilization of time and resources.

Workflow - a Better Way to Work.


Advantage E-Commerce is fully integrated in two ways: Through the Synaro WebStore and the Real-Time Web Connector.

The Synaro Webstore is a robust application designed specifically to integrate with Advantage. It enables scalable, real-time e-commerce transactions providing a fast and efficient means of expanding your enterprise to embrace a global reach.

With the Real-Time Web Connector you get access to all of the APIs you need to have your site connected. Add orders, look up order history, and update customer information. Simple to use, APIs allow you to do all of the functions you need to run your website. And the best part? It’s easy! Just hook up to the web connector and start submitting transactions and getting real-time results.


  • Real-time integration into virtually any enterprise suite, including legacy systems, enables multi-channel market reach./li>
  • Superior processing speed optimizes site performance when managing heavy traffic.
  • Intelligent up- and cross-sell functionality maximizes sale opportunities.

Platform Independent - Easily Integrates With Enterprise Suites:

Written in an open architecture environment, both Synaro WebStore and the Real-Time Web Connector are flexible applications designed to run on any Java platform using virtually any SQL database and web server. Through use of the Synaro Integrator, both methods expand on existing technology investments, including legacy systems, by web-enabling back-office data.


The high powered Marketing module in Synaro Advantage provides you with multi-functionality to segment and create strategic marketing campaigns for various audiences. Multiple literature sets can be created for each campaign and directed toward appropriate target audiences by specifying demographic criteria. By linking customer orders to the originating source, campaigns can be tracked and monitored for reporting purposes and comparative analysis. Generate cost to return reports based on advertising cost, square inches of space, and product placement. Create mailing labels and transfer files sorted by target group.

  • Track Cost-to-Return Ratios based upon advertising and item placement
  • Multiple Pricing Structures provide for special promotional offers

Source Codes and Pricing

Offer your customers special discounts on merchandise. Flexible pricing structures linked to marketing campaigns allow for numerous pricing lists to be established for the same inventory items. Referred to as source codes, these price lists are attributed to a specific marketing campaign, which might include a catalog, direct mail piece, advertisements, Internet ads, etc.

Source codes can encompass designated inventory items, a line of items, special payment terms, quantity price breaks, or special freight charges. If desired, source codes can be set to expire after a certain length of time.

Sales and advertising analysis can be easily conducted for each item in a source code. Reports can include information on the particular item such as catalog page advertised on, position on page, and square inches of display space.

Special attention materials, such as order acknowledgments or inventory literature, are automatically sent to new and old customers alike by attaching bounce-back codes to originating source codes.

Key Code Maintenance

An integral part of the Marketing program, key codes represent a particular target audience and source from which an order originated. Each key code is linked to a particular source code price list.

Key Codes Can Be:

  • Listed within campaigns and target segments
  • Deleted
  • Associated with free gifts
  • Attached to special notes
  • Associated with alternate items
  • Tied to available payment plans

Division Maintenance

Separately track sales and customers for multiple divisions within a your company. Your employees can only see customers, order types and marketing source codes that are associated with their specific division. Customers can be in the database multiple times with a different history for each division.

Literature and Catalog Drop Maintenance

Literature can be attached to specific inventory items and set up to be automatically sent every time the item is ordered, or set as excludable at the customer’s request. Catalogs associated with particular source codes can be set for specific drop dates based on your specifications.

Segment Generation

Segments represent small portions of an overall mailing list that have been targeted based on certain demographic attributes. After segments have been created, literature aimed at that specific target audience can be sent. When collecting demographic information, the marketing program can generate segments on two levels: standard and enhanced.

  • Searching demographic information within the marketing program creates standard segments.
  • Searching demographic information contained within the entire Advantage system creates enhanced segments.

Using up to 99 parameters, segments can be created by comparing demographic information to literal values or, for more complex and flexible segmentation, information can be compared on a variable-to-variable basis.

Segment Processing

After segments have been generated, they can be processed in several ways including:

  • Deleting duplicate records
  • Cleansing of out-of-date addresses

These are important functions to ensure that multiple copies of an item are not sent to the same person, and that only the most recent addresses are used in mailing.

Mailing Labels

Labels can be created in the marketing program for in-house use, or as transfer files used by mailing houses. Mailings can be based on:

  • Catalog requests from Order Entry
  • Previous mailings
  • Selections from a customer’s file
  • Segments within a source code

Letter Writer

Compose and print letters for mass audiences, or designated individuals. There are three modes within the Letter Writer program:

  • Letter Maintenance: Used to compose, format and generate letters
  • Print Single Letter: Used to print individual letters
  • Mass Mailing: Used to print letters for mass audiences

If creating multiple letters that contain common text, boilerplate letters can be created so common text need only be entered into the system once. Linked to other letter templates, the information contained in the boilerplate is entered in the designated section of the letter. Any corrections made to a boilerplate will automatically show up on all letters linked to that particular boilerplate.

Trigger numbers are assigned to each letter, determining which letters are printed for each specific purpose, i.e. collections, declined credit card, order confirmations. Letters entered into the system can be deactivated or reactivated at any time.

Order Management

Order Management is an integral component in the Synaro Advantage enterprise system enabling clean, comprehensive management of order entry and customer service matters. Comprised of a wide range of functionality, Order Management enhances CSR productivity by providing seamless interaction with data needed to efficiently process orders and work with customers. Designed for multi-channel expansion, Order Management is ideal for call centers, order-processing divisions, business-to-business and business-to-consumer operations, and can be easily integrated with online stores.

  • Comprehensive order entry features maximize CSR Productivity and customer service satisfaction.
  • Flexible configuration allows tailoring of the system to accommodate unique business models.
  • Complete integration drives order information through all aspects of the Synaro Advantage enterprise system.

Feature Rich Order Processing:

Leveraging time and resources, Synaro Advantage enables CSR’s to easily take orders without accessing multiple applications. Advantage is designed with multi-channel diversity to accommodate the unique needs of brick-and-mortar, online, and mail order shoppers. Tightly integrated with all aspects of Advantage, Order Management provides up-to-date information on inventory availability, shipping status, account balance, sales tax calculations, marketing campaigns, etc. with only a few keystrokes.

Locating customer and product information for an order is simple as Order Management contains flexible search methods for fast acquisition. Multi-dimensional matrices increase accuracy when ordering parts with options dependant on prior selections. Should a particular part be out of stock or discontinued, Order Management automatically recommends substitute or up-sell merchandise. Ensuring that merchandise ordered is available at the time of shipment, Advantage provides the option to commit inventory line-by-line as the order is processed. Enabling feature flexibility in the order entry cycle, Synaro Advantage enhances the order process by allowing a variety of power functions.

  • Pricing information is displayed for each item in an order.
  • Optional group price breaks and line item discounts can be issued.
  • Returns and credits are easily completed allotting a variety of reason codes for reporting and analysis.
  • Saved quotes to be converted into actual orders before their expiration dates.
  • Specify personalized touches to merchandise with custom embroidery, monogramming, and engraving.
  • Tie custom messages or shipping instructions to a single line within an order.
  • Designate before/after ship dates to accommodate special merchandise or customer needs.
  • Drop shipments from vendor or warehouse sites can be used to expedite the shipping process and save shipping costs.

Extensive Customer Service:

Order Management is designed to help CSR’s increase sales and handle customer service issues efficiently. Whether communicating via phone, email, online, fax, or in person, Synaro Advantage manages all aspects of the customer relationship. Basic customer inquiries, catalog requests, order status checks, product questions, etc. are easily answered using this comprehensive program.

Extending agent productivity, CSR’s can accommodate multiple requests from a customer while simultaneously taking an order. Convenient flip screens allow CSR’s to jump from an open screen into a new window to perform various queries including customer order history, shipping information, customer service incidents, catalogs received, and invoices. Adding flexibility to the system, Order Management allows agents to clone orders, enable item substitutions, override system calculated freight charges, change shipping sources, list purchase order numbers, and cancel line items.

Managing a diverse spectrum of organizational formations, Advantage supports divisions, enterprise structures, multiple contacts and shipping addresses.

Payment Flexibility

Order Management supports several payment methods and programs, allowing you to offer special payment plans and discounts. Real-time credit card processing, checks, installment plans, split payments, and continuity programs are all supported and provide your customers flexible options in obtaining merchandise.

Advantage is designed with the ability to process credit cards in both batch increments and real-time, automatically placing orders on credit hold when necessary. Credit cards may also be checked against fraud lists.


High powered multi-functionality built into the Purchasing module allows for processing and printing of purchase orders, receiving and inspecting incoming inventory, maintaining vendor quotes, and obtaining standard purchasing reports. Information within this program links directly to Accounts Payable, Inventory Control, and Order Entry functions. Coupled with the Work Order module, the Purchasing program supports outside processing of merchandise and drop shipment of inventory directly from vendors. Automated purchasing advice suggests when inventory items are low and need to be purchased, the quantity of each item, and the vendors from which to purchase.

  • Automatic Inventory Replenishment ensures that materials will be on-hand for customers without the worry of low or excess stock.
  • Drop Shipments alleviate the hassle of extra inventory by allowing customer orders to be shipped directly from various vendor locations.
  • Accounts Payable Integration automatically links received materials against purchase orders.
  • Full Audit Trails of Purchase Order transactions ensures the safety of your information by tracking each item from the purchasing point to inventory receiving.

With high tech sophistication, this module fully supports the system-wide flexible units of measure, allowing inventory to be purchased, received, stocked, and sold in multiple units of measure with conversions automatically calculated by the system.

Entering New Purchase Orders

Advantage allows you to input new orders as well as edit, list, and examine existing orders. You can choose to assign purchase order numbers either automatically by the system, or manually. Once a purchase order number has been assigned, Vendor information can be established including vendor name, contact, office location, product manager, warehouse location, etc. Messages for internal or vendor viewing can be attached and printed to each purchase order.


Receiving programs are integrated with the Inventory Control and Accounts Payable modules providing the ability to:

  • Enter receivers against purchase orders.
  • Update inventory with receiver information.
  • Print receiving labels for inventory, and print receiver logs.

As merchandise is received, receivers are created so that quantities can be entered against purchase orders. Posting receiver information automatically updates quantities in the Master Inventory File. The Accounting Department can then match the receivers to the appropriate invoice for tracking purposes.

Posting Receivings:

Enter newly received inventory into the system. These quantities are then added to available inventory, except for those items scheduled for inspection. Inspection items are added to the Incoming Inspections program. The Daily Receiving Report Posting Journal is produced once receivings are posted.


When items requiring inspection are received, they are posted to the designated inspection location and do not become available in stock until they have passed the specified criteria. Inspection parameters can be set either on individual parts, or on entire product lines. Orders can be partially, or entirely rejected if they do not meet the inspection criteria.

Items sent to inspection locations will count as received, but will not be available in inventory until they are released from inspections. A list of user defined steps to follow when inspecting received materials is designated in this program. After inspections are completed, inventory can be posted to the following locations:

  • Warehouse Stock
  • Return to Vendor
  • Scrap
  • Rework
  • Material Review Board

Drop Shipping:

This function links purchase orders directly to customers’ orders, allowing items to be shipped directly from the vendor to the customer. When the part number for a drop ship item is entered during order entry, a message will indicate that the item will be shipped directly from the vendor. Purchase orders for drop ship items are automatically created through the Build Purchasing Advice program.

Purchasing Advice:

This program provides for automated ordering of inventory once it falls below designated minimum quantities. You will assign minimum and maximum inventory quantities, whereby the program is set to generate purchase orders for inventory once it falls below specifications. Inventory will only be ordered up to the maximum quantity established. Outstanding orders, which may affect inventory levels, are also taken into account. Purchase orders generated by the Purchasing Advice program can be accepted as is, or edited.

On-Screen Purchasing:

Allows for editing of advice items, adding items to the advice file on a specific vendor basis, or issuing purchase orders on an individual basis. This program is ideal to use when individual purchase orders for a specific part are necessary, or when changes need to be made to the advice file for an individual vendor.

Vendor Quote Maintenance:

This function is used to enter vendor price quotes for inventory items. Multiple quotes from different vendors can be input for each item with a purchasing preference assigned to every quote. When items are entered on a purchase order, either manually or through the Purchasing Advice module, the vendor and pricing information defaults to the highest preference quote.


Control every aspect of the shipping process within the feature rich Manifest Module of Synaro Advantage. Shipping methods, rates, zone tables, ZIP Code tables, county/state/country information, shipping hubs, manifest reports, best practice recommendations, and more are all supported by this in-depth program, allowing differentiation based on your unique needs and each carrier’s specific requirements. Adherence to strict format requirements and the numerous zone differentiations is simple as Advantage has been certified with carriers including UPS, FedEx, USPS, DHL and more!

  • Adhere to Carrier Specifications when determining shipping zones, manifest reports, labels and more.
  • Flexible Rate Tables allow you to establish various calculation methods for shipping costs./li>
  • Achieve Best Shipping Practices with automatic adjustments of shipping methods.
  • Calculate International Exchange Rates quickly and easily with a built-in exchange calculator.

Ship Via:

Flexibility in shipping selections is maintained in one inclusive menu, whether it be carrier selection, rate choice, or handling options. The Ship Via Maintenance program defines and controls zone and rate tables, special shipping charges, and special delivery options for each carrier set up in the system. Define carrier or customer specific charges to apply on orders when applicable. Set maximum shipping weights per carrier limitations and appropriate manifesting reports to run per each carrier’s requirements. Since this information will continually change from carrier to carrier, this module makes editing and reporting simplistic.

Best Way Shipping:

Cut down on time and shipping costs with the flexibility to select alternate shipping methods when certain conditions arise. Achieving the best shipping method is easy as Advantage allows user-defined parameters to override default settings indicating when it would be preferable to ship items another method, or by another carrier.

Shipping Rates

Establish rate information unique to each carrier based on shipping zones and methods.

Standard carrier rate information can be imported directly from carriers such as UPS, FedEx, USPS, etc. Additional rate tables can be established for order calculations based on customer or order types and linked to the appropriate carrier methods.

Set Rate Tables By:

  • Actual Freight
  • Variable Weight
  • Hundred Weight
  • Based on Order Value
  • Pound Flat Rate - Set per pound

Additional charges can be attached to rate tables including optional insurance, residential service fees, special handling, Saturday delivery, COD, etc. Advantage will use the default shipping method and rate table assigned to the customer or order type when configuring shipping charges on orders. With a manual over-ride, you can select alternate shipping carriers and rate tables when necessary.

Call Tags:

Save customers time and hassle by using call tags for the free return of merchandise. UPS call tags can be used to avoid having the customer incur shipping charges in various cases where a company would like to assume the bill.

Hazardous Materials:

Flag hazardous items requiring special shipping modifications to notify customer service representatives during the order entry cycle. The Hazardous Materials Maintenance file maintains a listing of items that can not be shipped at all and require a customer’s manual retrieval, those incurring extensive handling charges, or those in which only specific carriers will transport.

Box File Maintenance

Certain freight carriers sometimes use dimensional weights to determine shipping charges. Advantage allows a dimensional factor to be set up in the rate tables used to calculate shipping values. Listed under Other Charges, the dimensional weight is calculated by dividing the freight volume into cubic inches using a dimensional factor provided by the specific carrier.

ZIP Code Maintenance:

Update ZIP Codes and related address specifications for the entire system in one spot. The ZIP Code Maintenance menu plays an integral role, affecting the Order Entry, Accounts Payable/Receivable, Purchasing and Manifest modules by determining shipping zones and appropriate sales tax calculations on orders based on the buying-from or ship-to ZIP Codes. In any module within Advantage, once a ZIP Code is entered into a record, the system automatically consults this file to fill in city, state, and telephone area code information. County, State, & Country Maintenance

County, State, & Country Maintenance:

Advantage supports the accurate address formats and separations derived from county, state, and country variances. All information unique to each of these area separations is contained within its own maintenance menu, and used to carefully define and calculate shipping costs, transportation methods, and postal code formats. In addition this program calculates exchange rates between countries, thus simplifying the order entry and purchasing processes if you conduct international business.

Shipping Zones:

Ship-to zones play a lead role in determining shipping costs. As each carrier has uniquely defined shipping zones, ZIP Codes in the receiving address are used to determine what zone to reference based on the carrier parameters. Established in the Shipping Zone Maintenance file, shipping zones are used to point to the appropriate rate table for use when calculating final shipping charges. State, country, or ZIP Code can be used to define zones, however each carrier will have their own method.

Manifest Maintenance:

Complete all manifesting functions from start to end from one logical program.

Warehouse Management

The Advantage Inventory Management system is more than a mechanism to track on-hand quantities. This module allows you to define the particulars of your products and services so that Order Entry, Purchasing, A/R, A/P, G/L, and other modules can process those characteristics intelligently. Advantages:

  • Exception processing for all types of inventory is standard with Synaro Advantage.
  • Pricing Flexibility to handle direct, retail, distributor…almost any sales channel.
  • Complete Control with audit trails, management reports, and physical inventories.
  • Open Systems Design ensures peak performance, scalability, and compatibility.
  • Hot Keys facilitate easy set-up and display of inventory information.

Flexible to Your Needs:

Serial numbers, lot numbers, kits, sub-assemblies, multi-level bills, and non-stocked items are a few of the inventory types for which Advantage provides full tracking. Simply turn on the inventory types that apply to your business. Each part may have as many as 254 alternate part numbers. A full-cycle counting sub-system provides a detailed audit trail of every change in inventory quantity or cost. Operator-defined selection criteria allows analysis of inventory status through comprehensive onscreen or hard copy reports. Advantage supports matrix parts with three and four dimensions, giving added flexibility. Create matrices for size, color, or any combination of eight descriptors. Insert quantities for matrix parts all at once or individually.

Advantage gives you more than 150 standard units of measure, complete with conversion factors. You can even add up to 10 custom units of measure. Receive in cases-sell in singles, dozens, and six packs using a single SKU.

You can define various classes of parts and merchandise, which allows you to use different processing methods for each category. Inventory types include:

  • Purchased Stock
  • Sub-Assembly
  • Finished Goods (assembled for stock)
  • PDB or Set (assembled at time of shipping)
  • Made to Order
  • Phantom (temporary sub-assembly)
  • Matrix Numbers (for size, color, other delimiters)
  • Gift Certificates
  • Non-Inventory (no price/cost items)
  • Configured
  • Subscription (continuity processing)
  • OE Kitted Part (assembled at shipping, but not shown on order)

Multiple Warehouses:

Advantage supports a multi-warehouse structure, with each having multiple locations and pick paths. Access powerful inventory management and pricing capabilities through product segmentation by category, line, and sub-line designations. Integration with other Advantage modules means a single point of entry for data shared across the system.

By supporting multiple warehouses, Advantage gives you the ability to distribute, balance, and maintain stock in separate physical locations as well as virtual warehouses for special processing. Transfer programs, including in-transit transfers, allow you to track inventory transactions with minimum keystrokes.

Inventory Types Item Information Maintenance:

How you maintain item information depends on the type of item as well as the way you set up your product categories and lines. The ability to quickly record and retrieve critical information impacts the effectiveness of your business. Advantage supplies the tools you need to manage your most costly asset - your inventory.

  • Cross Reference to Alternate Numbers make possible up to 254 alternate part numbers for each part. Word Search Descriptions are consistent throughout Advantage. This is supposed to be 2 sentences right? If not, I do not know what it is trying to say.
  • Item Flag Codes give immediate access to item availability. Codes include: Active, Inactive, Open Stock, No Backorders, Seasonal Phase-out, Temporary Phase-out, and Deleted.
  • Standard Cost is entered or calculated from work order roll-ups.
  • Average Cost is a system-calculated value derived from the FIFO costs of purchase orders received.
  • Weight in pounds gives you up-front freight calculations and a check against actual weight.
  • Minimum and Maximum for each item and each bin are entered or automatically calculated based on sales history.

Bills of Materials:

Bills of Materials are used with or without work orders to create sub-assemblies, sets, kits, finished goods, or phantom parts. Bills can be used to include gift cards, safety sheets, gifts, or premiums with designated items.

  • Multiple levels allow BOM sub-assemblies their own BOMs.
  • Cost processing for labor, overhead, and outside expenses may be entered for each item.
  • Travelers (detailed assembly procedures) may include sequence step, work center, task, drawing, and page number.
  • Cost Roll-ups calculate standard costs of finished products.

Bar Codes:

These can be specific to product lines, parts, and/or customers. Print bar codes for bin labels, price tags, shelf tags, shipping labels, etc. Various bar code printers are supported. You can also print human-readable text and images.

End-of-Month Processing:

EOM processing is simultaneous for Inventory Control, O/E, and A/R. Update history files, report monthly transactions, and view outstanding work orders and receivables. Post cost changes, adjustments, and transfers to the G/L. Clear files and reset periods to the next month.

Inventory Processes:

Advantage puts Inventory Control at your fingertips:

  • Pull Downs and Bin Transfers are automatic based on MIN/MAX, and can pull from multiple overstock (bulk) bins.
  • Inventory Location Transfers are easy with an entry/ edit/ post sequence.
  • Reason codes and in transit transfers offer additional sophistication.
  • Adjustments to Inventory, logged with a user ID, are posted to the G/L at month end.

Cycle Counts and Physical Inventories:

Determine frequency of counts through management-defined ABC code analysis. Count high dollar/high volume products more frequently. The system updates last counted date, variances, if any, and the on-hand count as each cycle is completed.

Product Overview

Other Software by Synaro

User Reviews of Advantage

No reviews have been submitted. Do you use Advantage? Have you considered it as part of your software evaluation process? , and help other organizations like yours make smarter, more informed software selection decisions!